All The Parts for SUSAN BIJL by Scheltens & AbbenesAll The Parts for SUSAN BIJL by Scheltens & Abbenes

In 2000, after studying at the Willem de Kooning Academy in Rotterdam, Susan Bijl designed the first prototype of the now iconic New Shopping Bag. She designed it as an alternative to single-use plastic bags and to raise awareness about pollution and waste. More bag designs followed in 2013.

Over the years, the construction of the bag designs has been refined, often in ways that go unnoticed. Every piece of material is carefully considered, balancing durability, functionality and attention to detail. Patterns are designed to minimise fabric waste, while zips, stitching and reinforcements are precisely placed to ensure strength and longevity. What may appear simple on the surface is in fact a carefully engineered balance of form and function.

Known for their meticulous approach to photography, Scheltens & Abbenes’ work is defined by a strong pictorial clarity. They experiment with translating spatial dimensions into flat surfaces and explore photography’s potential to create an illusion. Rather than presenting objects as commodities, they often manipulate them, using them as building blocks for new compositions. The autonomous artistic quality of the photograph must always prevail.

This photo series offers a rare glimpse into the complexity behind minimalist design – where nothing is accidental, and every detail serves a purpose. It reminds us that every aspect of a product, down to the last stitch, is the result of careful engineering – where form and function come together seamlessly.

This series of photographs is part of the book Inside The New Shopping Bag - SUSAN BIJL, which will be available in the bookshop from 30 May.